esure

When esure launched it needed clear differentiation in the crowded general insurance market to achieve media impact. For the launch we decided to maximise interest by focussing on the company’s preferential rewards for claim free drivers, a strategy that could have produced a media backlash about “cherry picking”. We developed a wide variety of materials to raise the issue of “good and bad drivers” and insurance pricing, and with a carefully orchestrated range of briefings and imagery, we achieved blanket supportive coverage. The theme of “good and bad drivers” was maintained to build the brand profile in the year after launch.

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